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上海交通大学硕士学位论文上海市乡村旅游顾客满意度研究姓名：李文华申请学位级别：硕士专业：旅游管理指导教师：武邦涛20090101VSPSSVISTUDIESONCUSTOMERSATISFACTIONOFRURALTOURISMINSHANGHAIABSTRACTThisthesisisasystematicresearchaboutthecustomersatisfactionwithruraltouristinShanghaibasedonabundantpaperandempiricalresearch.First,theauthoranalysestheconceptsofcustomersatisfaction,givesasummarizestudyofCustomerSatisfactionTheoryandsumsuptheachievementsofthenationalandforeignscholars.Next,theauthorintroducesthepresentbroadlyappliedCustomerSatisfactionModelsandgivesananalysisabouttheiradvantageanddisadvantage.TakingthecharacteristicsofShanghairuraltouristattractionintoconsideration,thentheauthorputsforwardacreativemodelofRuralTourismCustomerSatisfactionIndex(RTCSI),takestheruralareaofShanghaiasanexampleforanempiricalanalysisbymeansofSPSSsoftware.Thisstudyindicatestherearepositivelinercorrelationsofcustomerperceivedperformance,perceivedvalue,customersatisfactionandcustomerloyalty.Atlast,theauthorcomesouttheresultsthroughstatisticsanalyses,andputsforwardsomeusefulsuggestionsandimplicationsontheruraltourismdevelopmentinShanghaiVIIruralarea,andmentionsaboutthelimitationofthestudy.KEYWORDS:ruraltourism,customersatisfaction,CustomerSatisfactionIndexIIIIV11.1192070(2003)2080“”(CS)2090CS1977HuntOliver(Oliver1980)20801989FornelFornel(SwedenCustomerSatisfactionBarometerSCSB)1992(DK)1990(AmericanCustomerSatisfactionIndexACSI)1994ACSI(ISO)2000122000ISO9000200(1000)20%(Oliver1980;Anderson1995)2090CSCS5CS20012003)12345/61.31.3.1,1.3.271231.41.4.11.4.2123ExcelSPSS13.0SPSS13.081.4.3SPSS1.191.1Figure1.1ResearchStructure2080(CustomerSatisfactionCS)2015000(Johnson2001)FosterDavidFoster1999101999200220032003(2004)MillanMillan2004KurtMatzlerKurtMatzler,JohannFüllerandRitaFaullant2007RosaM.HernandezMaestroRosaM.HernandezMaestroLibiaSantosRequejo20062.1(CustomerSatisfaction)Cardozo(1965)(Expectation)(Satisfaction)2.1.1Chruchill1982Oliver199719821980//Westhrook(1987)/Hunt1997/Kotler1996Kotler11ProductValueServiceValuePersonalValueImageValueTimeCostPsychicCostEnergyCostMonetaryCostIS09000:20002.1.220701977(Hunt)(Oliver)2080121989(Fornell)(PLS)(CustomerSatisfactionIndexCSI)1989(Swedes'CustomerSatisfactionBarometer,SCSB)1992(DK)(NER.A)SCSB1990(AmericanCustomerSatisfactionIndexACSI)(Fornell1997EugeneW.Anderson&ClaesFornell2000)1994ACSI199520001998102005512(CCSI)()2.1.31(RepeatPurchase)(ReturnPatronage)13(Kiimey2005)2(Word-of-mouthRecommendation)(GrahamGould1995)/////3(JayKandampully&DwiSuhartanto2000JohnT.Bowen&shiang-LihChen2001)2.21515(4)100%(5)18(4)6(GrahamGould1995)(Thomas0.Jones)(W.Earl.sasser)1142342.2122.1Figure2.1ThePossibleRelationbetweenCustomerSatisfactionandLoyalty152,2112123415JonesSasser21(1)(BanwariMittalWalfriedM.&Lassar1998)2.3(Kinney2005Lewis&Pizam1982)(Oliver&Desarbo1988)180%20%261/635-818-2445%85%51115%50%16670%(2.2)(Vavra1997)2.2Figure2.2TheImpactofCustomerSatisfactiononCompany’sPerformance2.4()1719891994ACSI1999112.4.1KANOKANOKANO;KANO1984KANO182.3KANOFigure2.3KANOModelKANO19KANOKANOKANOKANOKANOKANOKANO2.4.2AHP(TheAnalyticHierarchyProcessAHP)T.L.Saaty70202.4.32.4Figure2.4FourViewModelABCDDCBA212.4.4(Westbrook)(Reily)1993(westhrook&Reily1993)OliverWesthrook(JohnsonM.D.GustafssonA.Andreassen2001BerndStauss1997)222.4.51.1989SCSBSwedenCustomerSatisfactionBarometer2.52.5SCSBFigure2.5TheStructureModelofSwedenCustomerSatisfactionBarometer2.ACSI(ACSI)1994(ACSI)ACSI2.66232.6ACSIFigure2.6AmericanCustomerSatisfactionIndexModel1(Forehlieh,G.S.&Welch,H.1996)2(ForzaC.&FilippiniP.1998ArjanBurgersKodeRuyterCherieKeenetal.2000)3(Albrecht1994)4(AlanD.1997;JohnsonM.D.NaderG.&FornellC.1996)5(OliverRichardL.1980)6(2.1)(ParasuramanA.&GrewalD.2000)242.1ACSI1234567891011121314153.ECSI252.7ECSIFigure2.7EuropeanCustomerSatisfactionIndexModel4.(CCSI)(ACSI)7CCSI()(CCSI)(SEMStructuralEquationModeling)()262.8(CCSI)Figure2.8ChineseCustomerSatisfactionIndexModel273.1SCSBACSIECSI()3.13.1Figure3.1CustomerSatisfactionModelofRuralTourisminShanghai284LatentVariableObservedVariable194922522004positivewordofmouth3.1293.13.23.2.1303.2.261%50km1997209050200723“”2006313.2.3(3.1)LIKERT5543213.2.4155492200889212212100%319893.4%323.3(RSR)663.4SPSS13.01(ReliabilityAnalysis)CronbachAlphaAlpha0.70.50.72(FactorAnalysis)KMO3(CorrelationAnalysis)(CorrelationEfficient)Pearson4(MultipleRegressionAnalysis)334.14.1.110654%9246%106,54%92,46%4.1Figure4.1SexRatioofRespondents4.1.226-357638.4%16-253718.7%3453776293516010203040506070801616-2526-3536-4546-60604.2Figure4.2AgeRatioofRespondents4.1.39145.9%8140.9%8191719/4.3Figure4.3ChoiceofTransportationMode4.1.44.43594.9%13769.2%61375140204060801001201401604.4Figure4.4ChoiceofTravelMode4.1.552.0%21.2%16.7%361034233218020406080100120//4.5Figure4.5TouristInformationSources4.1.689344.9%662-333.3%25112.6%189.1%1825668902040608010012-334.6Figure4.6TimesofRuralTourism374.1.712344.24.2.1(ReliabilityAnalysis)38Kerlinger()α(Cronbachα)0α4.1CronbachαCronbachαCronbachα0.30.3Cronbachα0.40.4Cronbachα0.50